Resources
Marketing metric guides
Plain-English guides to the metrics that drive growth, each paired with a free calculator so you can run your own numbers.
Paid Advertising
- What is a good ROAS?A good return on ad spend is not a fixed number. It depends on your gross margin, and your break-even line decides it.7 min read
- How to calculate CACThe formula is simple. The value is knowing what to count as spend, and reading the number against what a customer is worth.6 min read
- What is MER in marketing?MER is your marketing efficiency ratio: total revenue over total marketing spend. It is the same idea as blended ROAS, and it sidesteps the attribution that channel ROAS depends on.6 min read
- ROAS vs ROI: the difference people confuseThey sound interchangeable and are not. ROAS is a gross ratio; ROI is a net percentage, and the gap between them is your margin.6 min read
Conversion & Funnel
Revenue & Profitability
- What is a good LTV:CAC ratio?About 3:1 is the standard target. Here is why that number, what each band signals, and why a ratio that is too high can mean you are under-investing in growth.6 min read
- What is a good churn rate?There is no universal good churn rate. It turns on the period you measure and the kind of business you run, and monthly churn compounds fast.6 min read
- How to calculate LTVThe simple formula multiplies three numbers you already have. The skill is using gross profit, not revenue, and reading the result against what you paid to acquire the customer.7 min read